opportunity 100 of 150 It was onetime Australian Prime Minister, John Howard, who said, “In politics, context is everything”.  In making this statement, Howard was both right and wrong. He was right in identifying the importance of context, but he was wrong in so far as he might have been suggesting that this is peculiar […]

opportunity 100 of 150 It was onetime Australian Prime Minister, John Howard, who said, “In politics, context is everything”.  In making this statement, Howard was both right and wrong. He was right in identifying the importance of context, but he was wrong in so far as he might have been suggesting that this is peculiar to politics. Context is everything in most aspects of life, including business and, in particular, pricing. Consider: What you would expect to pay for a coffee in a quality café? Would you expect to pay the same, more, or less in a café bar in a hardware store like Bunnings? In both cases, you might have no idea about the true quality of the product, but you would expect to pay less in the hardware store.   When consumers buy an Apple smartphone, they might pay as much as $200 more than they would pay…